AI has moved into the engine room of communication. It writes newsletters, outlines campaigns and analyses trends at a pace that was previously unthinkable. For advisers, this brings new opportunities: We can free up time, gain inspiration and expand our toolbox. But we cannot avoid asking the crucial question: How do we use the technology wisely – without losing the human imprint? (I have always used the dash – long before anyone thought it was an AI hallmark!)
In many ways, AI raises the baseline for communication: Even an inexperienced user can now create texts and content that look professional.
But there is an important distinction here: Between those who simply ask for a final result and those who use AI as a co-creator. A good adviser formulates the right prompts, thinks along the way, continuously adjusts and sets the strategic direction. The technology can deliver the words, but it is still the human who gives them relevance, nuance and impact. For now.
And that is precisely where the adviser’s responsibility lies: to take ownership of both input and output. What data do we feed into the machine, and what consequences do the answers we get out have? AI can automate processes, but it takes governance, quality assurance and a vigilant eye to ensure that the technology does not merely produce content – but content that is true, ethical and strategically anchored.
Right now, authenticity is hard currency. In a world where everyone – people and machines alike – can post, tweet and stream, genuine expression is the most valuable asset a brand can own. Audiences see through polished language and generic LinkedIn posts in a split second. They long for the voice that dares to show flaws, take a stance and has edge.
The more technology we use to streamline communication, the greater the need becomes for the raw, offbeat and human. Authenticity cannot be manufactured. It must live in the organisation’s culture and be communicated in a way that feels true. The adviser’s role becomes to create that connection: to help leadership use technology as a tool – without compromising authenticity.
When the machines shout, authenticity is put to the test and PR gets new rules of the game
At the same time, PR’s old rules of the game have collapsed. Newsrooms are shrinking, algorithms shape the flow, and the boundaries between journalism and technology are blurring. The press release as “one size fits all”? Outdated. Attention as an end in itself? Uninteresting.
If we want to break through, we must deliver substance. Genuine news value that can withstand a journalist’s critical eye, but also live on TikTok, in a newsletter or in a podcast. PR in 2025 is no longer about distribution, but about relevance and curation. It is not the one who shouts the loudest who wins – but the one who is most relevant in the right format and at the right time.
AI is changing our profession. But it is not changing the fundamental goal. Because no matter how advanced the tools we adopt, it will always be communication with credibility and authenticity that cuts through. And that takes more than an algorithm. It takes judgement.